Retail Technology
| Log in | Subscribe

Subscribe | Log in
Retail Technology

Sears Holdings to expand ESL pilot during summer 2014

By Retail Technology | Wednesday July 2 2014

The US operator of Sears and Kmart is piloting electronic shelf labels (ESL) to support its loyalty programme

Sears Holdings Corporation is using digital display technology to supports its ‘Shop Your Way’ programme in its stores. 

Operating under the Sears, Kmart, Kenmore and Lands’End retail brands among others, the company has deployed wireless, graphical electronic shelf labels (ESLs) from supplier Displaydata to hundreds of stores following a successful pilot.

Edward S. Lampert, Sears Holdings’ chairman and chief executive officer, commented on the success of the engagement. 

Meeting needs of loyal members

“Through our continued collaboration, we will be able to more effectively leverage the breadth of our portfolio and the power of our brands to better meet the needs of our Shop Your Way members.”

Lampert made his comments in awarding Displaydata a 2014 Partner in Transformation award for its ESL deployment, which the retailer is using to provide customers with a more engaging and rewarding instore experience.

The Shop Your Way scheme offers rewards on qualifying purchases made at Sears, Kmart, Lands’ End, Craftsman, Kenmore and my gofer.

This story was updated 7 July 2014 to reflect information published in a Displaydata press release about its Partner award.